How was it done?
Complexity Simplified 4Success!
No Gimmicks. No Pressure. Just Real Healthy Marketing
Yes, U Can Do-it-Yourself (DIY).
Even though virtual space is great in many ways - understanding the reality of the communication environment (real human beings inhabit) is crucial to success in this day and age, and tomorrow too.
Marketing is a lot like dentistry. When undervalued, underfunded and time crunched, what is the result?
Example of how insidious DIY can be:
I know of a dentist who placed his own veneers - pretty sure - prepped them too.
Another who said (on national TV if I am not mistaken) he wouldn't let other dentists do his teeth - because he thought they may not do a 'good job'... Or something to that effect.
How many consumers are doing that right now!?
Doing their own dentistry - not prepping teeth - but doing very little home care, avoiding the dentist visit or have 'given up' because of fear, trust or ignorance about the value advanced dentistry now offers.
ANSWER: About half of consumers are not doing enough (45% or thereabouts).
Yes - money/cost is an issue. But many of those 45% of consumers have money to 'spend' and are probably still spending a good portion of it (or could)?
Let's say 135 millions Americans are not going to dentist 'regularly' - total.
175 Million are adults over 30 (US Census 2009) the cohort most likely to have their own money to spend and would have more dentistry needs then the younger cohort.
Of That 175 million - About 40% of that 45% are high income individuals who don't go to the dentist regularly - about once in two years or less.
That is about 70 Million people. Obviously, the economy has changed this number somewhat.
NOTE: To be clear - this is not about gouging high income earners and forgetting those who might never have the money to 'buy' dental care themselves.
The focus is not one group to the deficit of the other - but that the economy runs on money - rich and poor people need to be dentally healthy. If we all value dentistry more - more of us will save more of our dollars for it.
So we have 70 million people who probably are 'rich' enough to do more dentistry. Since we know some can't now (hopefully soon), others just won't ever want to do more and the 40% might be off by some. Let's go with just 30 million people.
There are about 135,000 General Dentists in the US.
Maybe 10,000 Dentists* are doing enough marketing that 'changing over' to Connective Communication (or any strategy) would not make sense.
Another 25,000 Dentists* are just not going to budge from their stuck in the mud stance: Marketing dumb. Me go under soon. Need energy to swim.
Another group are associates and dentists who work with a franchising operation with many dental offices and would do it differently: 10,000 Dentists.*
Even another group does dentistry 'under the direction' of the dental insurance companies**. Insurance is good except when it influences us more towards 'good enough' rather than done right. This can be done by 'capping' fees and/or by making dentistry a cost issue more than a health issue.
Actually another cohort: Some are retiring and new ones coming onboard, but many young dentists 'know the internet' and just have too much energy and maybe time on their hands that they will be more likely to do it themselves. That takes out maybe the youngest 10,000 dentists.*
That leaves us with 60,000 Dentists* who in the next five years would be likely to move ahead with a strategy that actually changes things rather than reacts to them and then run after them in a huff and puff of mixed bagged mediocre muddle through marketing.
*Numbers of dentists are Approximated by me - generally what I have seen in percentages over 14 years of working with 300+ dentists - in various circumstances - but you can always check my math to be sure.
This means there are 500 consumers who have the money - to buy something right now - from each of those 60,000 dentists.
They are not doing this 'dental care upgrade' because - as Sgt. Schultz once said - or many times: I see nothing! New on a regular basis about why I should do anything different. Plus I am busy running from stuff I fear, to things more important, more valuable... Hogan. Hogan. Get me my limo!"
Now these 500 are the most likely to do something right now and with a decent push. The potential number of people who will do MORE dentistry than they ever would have (using Connective Communication) as well as sooner are limitless...
Next year, there will be more - younger ones getting older - less wealthy getting wealthier.
PLUS those in a cohort where the money was 'tighter' and might still be - will also start understanding the value of dentistry in their lives and the length of their lives as well.
And the tougher to convince cohort - maybe another 30 Million plus - will be influenced by people they trust now and with the Connective Communication you do - will come to you faster and first.
However, if you just look at this 500 number and figure they will do $5,000 on average in new treatment - that is $2.5 Million dollars. That is for treatment only, which means another 10, 20, 30+ years of regular visits - without insurance companies** nickel and dime overseeing you at every tooth turned.
So how do you make this kind of impact that will effectively encourage consumers to upgrade their dental care value status, and become your new patients?
He will find out what your needs are and then you and I can talk.
Niche Dental President - Consultant, Coach.
**INSURANCE COMPANIES DISCLAIMER: While I believe they 'work for many people' and provide a 'valuable interim' service - they cannot be dentistry focused - which is what someone in need of 'care' requires - or insurance companies would be dentists - free market has its price too.
That Said - many consumers are wedded too tightly to the 'opinion' of the insurance company's fee limits - as if the limits have a meaning related to 'good care' and are associated with any type of long term beneficial treatment plan.
Imagine having 8 broken bones and waiting to get all fixed over 8 years. Then considering what you have done to your body during that time. One tooth at a time dentistry is death by a thousand drill squeals.